“FUTURE AND MARKETING OF A FIVE STAR HOTEL

24,286 views

Published on

A Report
On
“FUTURE AND MARKETING OF A FIVE STAR HOTEL”
For
THE PARK

Published in: Technology, Business
0 Comments
11 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
24,286
On SlideShare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
1,007
Comments
0
Likes
11
Embeds 0
No embeds

No notes for slide

“FUTURE AND MARKETING OF A FIVE STAR HOTEL

  1. 1. A Report On“FUTURE AND MARKETING OF A FIVE STAR HOTEL” For THE PARK Submitted to Amity University In partial fulfillment of the Master of Business Administration Under the guidance of Mrs. Anitha Ajith By CHANDAN GOVIND Reg No: A31101910034 Batch: 2010-2012 AMITY GLOBAL BUSINESS SCHOOL RAJAJI ROAD, KOCHI-35
  2. 2. AMITY GLOBAL BUSINESS SCHOOL, KOCHI CERTIFICATEThis is to certify that the project entitled “FUTURE AND MARKETING OF A FIVESTAR HOTEL” has been successfully carried out by Mr. CHANDAN GOVIND inpartial fulfillment of Master of Business Administration under my guidance duringthe academic year 2010-2012. Date: Mrs. ANITHA AJITH (Internal guide)
  3. 3. AMITY GLOBAL BUSINESS SCHOOL KOCHI CERTIFICATEThis is to certify that the project entitled “FUTURE AND MARKETING OF A FIVESTAR HOTEL” has been successfully carried out by Mr. CHANDAN GOVIND inpartial fulfillment of Master of Business Administration under my guidance duringthe academic year 2010-2012.Date: Mr. Biju Vithayathil (Dean)
  4. 4. DECLARATIONI, CHANDAN GOVIND, MBA student of Amity Global Business School, Kochi dohereby declare that this report titled “FUTURE AND MARKETING OF A FIVESTAR HOTEL” is a bonafide work done by me under the supervision of Ms.Shama Kulkarne, Training head of THE PARK Bangalore and is submitted toAmity Global Business School. I also declare that this study report is a part of myMBA curriculum and I have not submitted this report partially or fully for theaward of any degree or diploma. CHANDAN GOVIND
  5. 5. ACKNOWLEDGEMENT I would like to express my profound gratitude to our Dean Prof. BIJUVITHAYATHIL for all his support and constant encouragement extended by him. I would also like to thank my internal guide Mrs. Anitha Ajith for rendering me thewhole hearted and proper guidance and also for providing me with all the facilities andamenities that helped me to complete this project successfully in time. I express my sincere gratitude to my company guide, Ms. Shama Kulkarnee,Training in charge, Banglore for providing me all guide lines and inputs that were essentialfor successful carry out of the project work in THE PARK. I place on record my sincerethanks to all the other company staff that have in some way contributed to the completion ofthe project in time. I thank all respondents who helped me by giving me their valuable feedbacks for the completion of the project. Above all I sincerely thank The God Almighty and my affectionate parents withoutwhose blessings I could not have completed this work. CHANDAN GOVIND
  6. 6. CONTENTSCHAPTER NAME PAGE 1.0 Introduction of the project 2 2.0 Research Methodology 5 3.0 Industry Profile 8 4.0 Company Profile 31 5.0 Data Analysis and Interpretation 43 6.0 Results and suggestions 65 7.0 Conclusion 67 8.0 Bibliography 69
  7. 7. Executive summaryThis project aims to find out the future and marketing of 5 star hotels. Thebackground talks about various factors that have led us to undertake this study andhow and to whom this report will benefit. Objectives talks of types of data theresearch project will generate and how these data is relevant. A statement of valueof information is also included in this section. Research approach gives a nontechnical description of the data collection method, measurement instrument,sample and analytical techniques. First ever-contemporary boutique hotel in India, The Park Bangalore exudesluxury and sophistication. The stylishly designed hotel that made its way to theTatlers magazine list of best 101 hotels in the world, promises a rich experience toany visitor and patron. Realizing the huge potential for hospitality industry have tolook back to their marketing strategies. The positive response of the customerstowards the hotel led The Park to new marketing strategies.
  8. 8. Chapter- 1INTRODUCTION OF THE PROJECT
  9. 9. 1.0 INTRODUCTIONThe park is the first ever-contemporary boutique hotel in India. The hoteldraws on Indian sensations and environment to provide travelers an „urbanretreat‟.Under my project report, I have studied various trends that comes in the wayof Hospitality industry. I have tried to give a solution to Marketingcomplexities. I also find out that what would be the future of Hospitalityindustry. Regarding future, I have found out that hospitality industry is in abooming stage. And I also tried to find out the challenges in the hotel industry.
  10. 10. 1.2 OBJECTIVES OF THE PROJECT To study the various trends in Hotel Industry. To find the future market potential of Hotels. To find out the Challenges of Hotel Industry. To know the Brand awareness of The PARK among the customers1.3 LIMITATIONS OF THE STUDYNo study is complete in itself, however good it may be and every study has somelimitations: Time is the main constraint of my study. Sample size availability was not large enough
  11. 11. Chapter-2RESEARCH METHODOLOGY
  12. 12. 2.0 RESEARCH METHODOLOGYResearch is a procedure of logical and systematic application of the fundamentals ofscience to the general and overall questions of a study and scientific technique whichprovide precise tolls, specific procedures and technical information, rather thanphilosophical means for getting and ordering the data prior to their logical analysis andmanipulation.2.1 DATA COLLECTION TECHNIQUESThe sources of data includes primary and secondary data sources.2.1.1 Primary Sources:Primary data is collected by survey.2.1.2 Secondary Sources:The secondary data is data, which is collected and compiled from different sources andare used in research for this study.The secondary data include material collected from:  Newspaper  Magazine  Internet
  13. 13. 2.6 Data collection instrumentsThe various method of data gathering involves the use of appropriate recording forms.These are called tools or instruments of data collection.Collection Instruments  Questionnaire  Observation
  14. 14. Chapter-3 INDUSTRY PROFILE
  15. 15. INDIAN TOURISM INDUSTRYTourism is the basic and the most desirable human activity describing thepraise and encouragement of all people and government. Hotel industry is anessential part of tourism. The expansion of tourism is well inevitable bringingout development of the hotel industry. Hotel industry is so closely linked withthe tourism industry that it is responsible for about 50% of the foreignexchange earning form tourism trade and enterprises. The rising volume oftourism influx brought into light, the shortage of hotels in important tourist‟scenters. Keeping in view the changing standards in the international hotelkeeping. The Indian industry to make a number of improvements. Its notenough to have adequate hotel accommodations, it is equally necessary to haveat various levels, low priced, moderately priced, high priced, and a few luxuryhotels.Hotels may be categorized depending upon factors such as Locations Categorization according to plan Categorization according to number of rooms. Categorization by type of clientele. Categorization by the length of stay of guests. Categorization by the facilities that the hotel offers
  16. 16. The devaluation of the Asian currencies, the Kargil issue and theparliamentary elections had affected growth in the tourism industry. The situationis gradually moving back to normal with the tourist arrival figure marginallyincreasing from 2.3mn in 1997 to 2.5mn in FYOO. The industry is growing at arate of 9%. With the political and economic stability being more clearly visible,both tourists as well as business arrivals are likely to gather momentum in theremaining part of the year. The Indian hotel business focuses largely on foreign tourists with only 30%of the business coming from the domestic business and the leisure travels. Thetourist arrivals in India are seasonal in nature, with the best season being fromSeptember to December followed by a steep fall till May. The period June toSeptember gains momentum once the monsoons are over. The slack season isgenerally used for renovation work and the period is characterized by discounts toattract clients.The studies says, "tourism is a traditional instrument, which enables culture to therehabilitated and made know to the rest of the world". It is said its a smokelessindustry and has become second to the petroleum industry in world trade. This great importance was formally acknowledged when the XXIU.NGeneral assembly designated 1967 as international tourist year with a unanimousresolution recognizing that "tourism is a basic and most desirable activitydeserving the praise and encouragement of all peoples of government". When traveling away from home, tourist comes in contact with the placesthey visit with their inhabitants and social exchange takes place. Their presenceand social background affect the social structure and mode of life at the
  17. 17. destination. Tourists are in turn affected by the experience and and often carryback home with them, new habits and new outlook on life. Tourist has great educational significance. Contact between people ofdifferent races and nationalities widen ones outlook. Tourism, whether domestic orinternational has common economies significance in the sense that money earnedin places visited large sums of transferred to the host economies where this moneyprovided a source of income, a means of livelihood and amenities for the residentpopulation. Purchasing power is generated in the receiving areas through theexpenditure of visitors. Money received is spent and resent and this multiplierprocess the host country is a beneficiary.International tourism is of great importance in international trade in the sense thatit enters into the balance of payments of accounts of individual countriesgenerating tourist traffic and export for countries receiving tourist traffic. For manycountries is a major item in world trade. These countries exhibit faster growth intourism than in trade of goods.Domestic and International Tourism Usually, a distention is drawn between domestic or internal and foreign ofinternational tourism. In domestic tourism people travel outside their normaldomicile to other areas within the country. Barriers like language, currency anddocumentation are not in the domestic tourism. But in India, since differenceestates have different languages, ones own language may not serve a medium ofcommunication. Domestic tourism has no balance of payment implications.
  18. 18. When people travel to a country other that which they normally live in is known asinternational tourism, the distinction between domestic and international tourism isnow diminishing. The reasons being:• Language barriers are reduced by improving language skills• Currency and customs unions are developing in many European countries.• With globalization the free movement of people is growing.Considering the greater multiplier effect in domestic tourism, domestic tourismwould have received greater emphasis in India. Reliable data on the growth ofdomestic tourists traffic are not available as not extensive survey has beenconducted on a national level by any agency, governmentor otherwise not given the numerous festivals celebrated throughout out the year,the innumerable tourists centers in the country, the geographical expands and theresource constraints, estimates of documents tourists traffic through an executivesurvey is considered impossible.Domestic tourism if considered separate from the travel for religious andcommercial purpose. It is a post-independence phenomenon. Industrial growth,improvement in the standard of living, rise in disposable income and mostimportantly the improvement of tourist infrastructure search as hotels, air, train androad transport has contributed to the impressive growth in tourist traffic.The definition of a domestic tourist is a person who travels within the country to aplace of residence and stays at hotels or other accommodations establishments runon commercial basis or in dharmashalas, sarais, chaultries etc. for duration of notless than 24 hours.
  19. 19. The factors that govern the magnitude of domestic tourist traffic are the religiousand cultural importance of a place. The extent of manufacturing, business andtrading activity, the climatic conditions, the infrastructure facilities available andthe geographical location etc. the current rough estimate of domestic tourism inIndia is ten million a year.Tourism Planning in India The outlay for tourism development was Rs.8 crore in the third planRs.186.46 crores in the sixth plan and Rs.326.16 crores in the seventh plan. It wasduring the sixth plan that a tourism policy was formulated and presented before theparliament. The sixth plan is an objective envisages optimum use of infrastructure,regionalizing tourist traffic and increase in accommodation and so on. However,the plan turned out to be a very mere blue print for action for tourist development.The seventh plan (1985-1990) set a target of 1.5-million tourist arrival by 1990 and3 million by 2000 AD. It also recommended according industry status to tourism inorder to encourage private sector investment in tourism. It was also recommended that public sector would focus on basicinfrastructure development, and the private sector would be in encouraged todevelop tourism. For the first time domestic tourism was sought to be encouragedfor promoting social and cultural cohesion and employment generation. Thenational committee on tourism presented a comprehensive report in 1988,whichprovided the basis of a long-term perspective plan for tourism in the country.
  20. 20. The committee set a growth rate of 7% per annual for international tourists.Arrivals by 2000 AD. Recommendations also included the following:1. Set a tourism finance cooperation to extend financial assistance for tourism project.2. Developments of select tourist destination and circuits diversification of tourism arrival of cultural destination to the leisure and holiday tourist3. Markets, exploration and development of new tourism generating center.4.Increase the hotel accommodation by cent percent by stimulation investment through appropriate package of incentives. The committees major recommendation expects that of setting up a nationaltourism board wherein accepted. In April 1989, the tourism finance cooperation ofIndia was set up. A working group of the state tourism secretaries in July 1985identify incentives for the industry. About 14 states and 3 union territories havedeclared tourism as an industry however, despite the efforts during the seventhplan for diversification of tourists for cultural destinations to the leisure andholiday destination, India still remains as a cultural destination. Budget outlayswhere diverted towards facilitating trekking development of beach resorts, buildingshopping plazas, wildlife tourism, facilities for conference is skiing etc. It isreported that the profile of the average overseas and domestic traveler is changing.In the current plan period as well one of the principal thrust areas would bemodification of the Indian tourism product by adding the concept of India. As an adventure and leisure tourism destination to the present cultural tag.Trekking, winter and water sports wild life and health tourism will remain as themajor thrust areas in the forth-coming area.
  21. 21. INTRODUCTION TO THE HOTEL INDUSTRYAccording to the British laws a hotel is a place where a “bonafied” traveler canreceive food and shelter provided he is in a position to for it and is in a fitcondition to receive.Hotels have a very long history, but not as we know today, way back in the 6thcentury BC when the first inn in and around the city of London began to develop.The first catered to travelers and provided them with a mere roof to stay under.This condition of the inns prevailed for a long time, until the industrial revolutionin England, which brought about new ideas and progress in the business at innkeeping.The invention of the steam engine made traveling even more prominent. Whichhad to more and more people traveling not only for business but also for leisurereasons. This lead to the actual development of the hotel industry as we know ittoday.Hotel today not only cater to the basic needs of the guest like food and shelterprovide much more than that, like personalized services etc.Hotels today are a “Home away from home”.CLASSIFICATION OF HOTEL Hotel can be classified into different categories or classes, based on theiroperational criteria. For example the type of accommodation they provide, location
  22. 22. of the property, type of services provided, facilities given and the clientele theycater to can help categories hotels today.Hotels today are basically classified into the following categories:1 Market segment:• Economy / limited services hotel• Mid market hotel• All suite hotels• Time-share hotels• Condotel / Condiminium• Executive hotels• Luxury / Deluxe hotelsProperty type:• Traditional hotel• Motels• Bread and break fast inns• Commercial hotel• Chain hotel• Casino hotel• Boutique hotels• Resorts
  23. 23. o Spa‟s o Conference resorts2 According to size: • Small hotels [150 rooms] • Medium hotels [up to 299rooms] • Large hotels [up to 600rooms]Other classification can be based on:a) Market segmentb) Property typec) Sized) Level of servicese) Owner ship and applicationf) Plansg) Type of patronageh) Length of guest stayi) Location etc…
  24. 24. MARKET SEGMENTEconomy hotel:It provides efficient sanity private rooms with bath. The furnishing and decor areacceptable to majority of travelers. Food and beverage service may or may not beavailable.Mid market hotels:They offer comfortable accommodation with private on premises bath. Foodand beverage services and uniformed bell staff. They offer above average luxury.All Suite hotels:It offers separate sleeping and living areas along with a kitchenette and a stockedbar, and offer class service.First class hotels:They are luxury hotels with exceptional decor better than average food andbeverage service, uniformed bell services. They often have 2 or 3 dining rooms,swimming pool, spas etc.Deluxe hotels:They are better and offer more specialized services than first class hotels. Theyalso provide limousine services.
  25. 25. PROPERTY TYPETraditional hotels:They have the basic concept of rooms with break fast, bell desk services andthe other usual services.Motels:They are located on highways. Guest is given parking right outside theirrooms. The usually have a gas station / workshop attached to them.Resorts:They are usually situated in tourist locations like on rivers, mountains, jungles, orthe sea. They give more privilege to sports activities leisure and re-creationactivities like manages, sightseeing, adventure sports, etc.Resident hotels:Where guest stay for longer duration, stay like weeks, months even years.Casino hotelsThey are hotels usually in tourist spots and mainly cater to people who are onholidays. Casino hotels like the name suggest offer gambling facilities along withaccommodations.
  26. 26. SIZESmall hotel – up to 150 roomsMedium hotels –150 to 299 roomsLarge hotels – 299 to 600 roomsExtra large hotels – above 600 roomsLEVEL OF SERVICES:World-class services:They target top business executives and provide service s that cater to needs ofsuch people like lap tops in the rooms, business center, sectarian services.Mid range services:They appeal to the larger segment of traveling public [tourist]. The servicesprovided by the hotel are moderate and sufficient to budgeted travelers.Economy / Limited services hotel:They provide comfortable and inexpensive rooms and meet the basic requirementof the guest. These hotels may be large of small in size depending on the kind ofbusiness they get. The key factor behind the survival of these hotels is that they arepriced very low and are in the budget of most of the travelers.
  27. 27. OWNERSHIP AND AFFILIATION:Independent hotels:They have no application with other properties. They have their own managementand are single properties with one owner.Chain hotels:They impose certain minimum standards, levels of service, policies and proceduresto be followed by their entire establishment. Chain hotels usually have corporateoffices that monitor all their properties and one management runs these properties.That is all the hotels under the chain are completely owned and run by the chainitself.Franchisee hotels:The franchisee grants the entities, the right to conduct business provided theyfollow the established pattern of the franchisee, maintains their standards, levels ofservice, practice their policies and procedures.
  28. 28. AWARDING OF CLASS: Awarding of class is done by the HRACC in India. These are a few thingslisted down that are taken into consideration while awarding star category to anyhotels. Number and types of rooms the hotel has a vital role in this. The factorswhich effects this are as follows.• Elegant and comfortable surroundings• Rooms efficiency• Cleanness and sanitation• Staff size and specialization• Range and level of services• Number of Restaurants• Bars and Beverage services• Concierge services• Accessibility to entertainment• Availability of transportation• Spa and swimming pool facility• Reservation and referral services.
  29. 29. Star category of hotels [India]One star [*]Two star [**]Three star [***]Four star [****]Five star [*****]Five star deluxe [***** deluxe]THREE STAR CATEGORIES:For a hotel to be recognized as a three star property the architectural features andgeneral features of the building should be very good there should be adequateparking facilities. At least 50% of the rooms must be air-conditioned. Also theambience and decor of the place must be ecstatic.They should provide reservation and information facility apart from reception,information, bell service at least two gourmet dining facility should be available.The establishment may or may not have banqueting facility. They should providehigh levels of personalized services. The staff must be well-trained and properstandards for hygiene and sanitation must be followed. Also all properties have tokeep in mind that proper waste management is done
  30. 30. FIVE STAR CATEGORIES:Five star category is only allotted to properties, which have all the qualities of athree star property and a few additional. Like the entire property must be centrallyair- conditioned. The building of the property must be an attractive one. All therooms must be spacious. The property must have proper banqueting facility,business center.Proper and well-maintained pool and health club a spa is optional. The propertymust have 24 hour coffee shop, round the clock room service, a bar, and aminimum of 1 gourmet restaurant. The staff must be highly trained and a degree ofspecialization must be shown. State of art Equipments must be used and the facilityprovided in the rooms must be sophisticated.FIVE STAR DELUXE CATEGORIES:They are more or less like five star properties with the only difference is that theyare on a larger scale. Five star deluxe properties maintain a very high staff to guestratio and very high levels of service is maintained. They in addition to five starproperties have 5 to 7 dining rooms, a bar, 24-hour coffee shop, banquetingfacility. Spas, fitness centers, business centers etc
  31. 31. PROFILE OF THE CITYBangalore is situated in the Deccan plateau region and in the foothills of themighty Western Ghats. At a sea level of 3000 feet, Bangalore enjoys the mostpleasant climate in southern India. The city being the capital of Karnataka and alsoknown as the IT capital of India has developed in to a commercial hub today.Earlier it was only known as a British cantonment.The city was founded in 1537, and it grew importance under the great rulers of thethen Mysore state and later on as a British cantonment centered on trade andcommerce.Bangalore is apathy called the Garden city of India and is full of beautiful parkalakes and gardens both in and around the city. This is one city with a cultural blendof people from various parts of the country of different races, colors and cultureliving here. Kannada is the mother tong of the people living here, but other thanKannada; the people living here also speak Hindi and English very fluently. Theplaces of tourist interest in Bangalore would include
  32. 32. LOCATION GEOGRAPHYRainfallBangalore receives the benefit of the Southwest and Northeast monsoons. Theaverage annual rainfall is 87 centimeters. October and November are rainy monthsbut the downpour during these months is only about 17 cms. December to March ispractically dry.PopulationThe increase in population of Bangalore is very rapid since 1955. From 10 1akhs in1955, it went upto 20 1akhs in 1970 and it is estimated to have crossed 551 lakhstoday.City AdministrationThe administration of the city vests with the corporation of the city ofBangalore, which was constituted under the city of Bangalore CorporationAct LXIX of 1949Languages SpokenThe main languages spoken are Kannada 31 %, Tamil 27%, Telugu 17%,Hindustani/Urdu 15%, and other languages 10%.
  33. 33. ElectricitySupply of electricity for industrial use is made at 400 Volts, 50 cycles, phase (4wire system), while of domestic use it is supplied at 230 volts, 50 cycles, singlephase.IndustriesBangalore had made rapid progress in industrial development. There are manylarge, medium and small-scale industrial concerns in and around Bangalore.Producing a variety of items. The number of electronic equipment manufacturingunits has gone up. Singapore Information Technology Investments Private Ltd.,Tata Industries and Karnataka Industrial Areas Development Board are jointlydeveloping the Information Technology Park at Whitefield, 16 Km fromBangalore. The Park provides office space and residential apartments. Garmentsmanufacture is another important industry developing in Bangalore. The industrialgrowth in and around Bangalore has naturally catalyzed the commercial activity.TransportThe Bangalore Transport Service buses and a limited number of Pushpak specialbuses play on different routes intersecting the city. Suburban bus service connectsthe city with a number of villages and towns situated at short distances from the
  34. 34. city. Karnataka State Road Transport Corporation (KSRTC) bus service connectsmany towns within and outside the state.A good number of private buses operate form kalasipalyam Bus Stand near theCity Market and also from Dhavantry Road (Tank Bund Road) near the BangaloreBus Station. The Karnataka State Tourism Development Corporation, 10/4,Kasturba Road, Bangalore-l, (Phone 2212901) conducts tours to places of interestin Karnataka. Several authorized travel agencies also arrange conducted tours andBangalore sightseeing trips. Taxies and auto rickshaw are available for quick andeasy transport within the city.Milk SupplyMilk supply in Bangalore supplemented by the Bangalore Diary, situated on theHosur Road, through retail selling agencies and automatic milk vending machinesinstalled in most parts of the city. The Federation of Bangalore City and RuralDistricts Co-operative Milk Producers Union manage it.Cultural ActivitiesBangalore is an important center for cultural, religious and social activities. Someinstitutions periodical exhibitions, recitals, drama, music and dance performances,lectures, symposia, and group discussions that entertain and educate. Some of the
  35. 35. daily programs appear In the City To-day in Deccan herald, Indian Express, TheHindu, The Times of India and some Kannada dailies. Every Friday evenings (6:30p.m.) cultural programs are arranged Yuvanika State Youth Center NrupathungaRoad, BangaloreThe Cubbon Park:Cubbon Park is spread over 300 Acers of lush green land and is completelywooded. It is a ideal place for an early morning stroll. One can also find anaquarium, museum and a art gallery within the premises of the Cubbon park. Andnot to mention the library there. The best part about the Cubbon Park is that it issituated in the business hub of the city just off the Mahatma Gandhi road (MGRoad).The Lal Bagh:Lal Bagh was built over 200 years ago by Tipu Sultan and his father over 240Acers of land and has a variety of flora growing there, brought from all over theworld. Lal Bagh is also known as the botanical gardens. The Lal Bagh rockformation is one of the oldest in the world, dating back to 3000 million years. Italso has a glass house built in 1898 that was recently renovated; the glass house isinspired by the crystal palace in London and is the venue for the annual flowershow.The Ulsoor Lake:
  36. 36. The lake starts where Cubbon Park ends and is a striking beauty with shades ofislands. It is also used by the Indian army crops for their water, exercises in theearly mornings and late nights. But one can always enjoy a pleasant eveningwalking around the lake or go boating in it.The Vidhana Soudha:The Vidhana Soudha was built in 1956 and is a neo Dravidian granite building, andis the office of the chief minister ok Karnataka and is the largest secretariat inIndia. It is an ideal place for late evening walk.The Bangalore palaceThe Bangalore palace grounds are spread over 300 acres of land. The palace isinspired by the Windsor‟s castle in England, and is built in true fashion. The palacewas built in 1878 by the Wodeyar kings. Within the premises of the place is a 16thcentury temple that is very well known for its wooden carvings and beautifulpaintings on its walls.Today the palace grounds are home to horse riding clubs, amusement parks, and go- karting circuits. The city is also known to hold many rock shows, like the comingof the legendary rock bands some of which have been: -• Scorpions June 2001• Pink Floyd March 2002• Sir Elton john November 2002• Lucky Ali September 2003
  37. 37. • The Rolling Stones March 2003• Bryan Adams February 2004Bangalore is also known for its nightlife and pubs. Mg road on which the hotel issituated is one of the arterial roads of Bangalore. Along with Brigade road,Residency road, and Commercial Street, Mg road forms the most happening „hub‟in Bangalore.The entire zone is a shopper‟s paradise, with its cottage and silk emporiums,shopping arcades, handicrafts, leather and antique stores, movie halls and operahouse.To cater to the varied interest of customers, Mg road also offers life style stores,garments arcades, bookstores. This entire stretch is also famous for its pubs,restaurants, fast food outlets, coffee houses and churches.GET AWAY There are quite a few one day get away around Bangalore like the Nandihills – just 60 kilometers north of the city, situated at 4850 feet above the sea level,is a small hill station and a has Bangalore only wine yard‘The Bannerghatta National Park’:
  38. 38. It is just 21 kilometers away from the city. This park is a wild life museum, whichis inhabited by various animals and birds. The main attraction is the lion and tigersafari.‘Hogena Kal’:Literally means smoking rock, it‟s a waterfall 180 kilometers from Bangalore.‘Nrityagram’:32 kilometers north from the city, Nrityagram is only dance village inIndia, which popularization of 7 Indian classical dances.
  39. 39. Chapter-4COMPANY PROFILE
  40. 40. PROFILE OF THE HOTELThe Apeejay Surrendra Group:It is the diversified industrial and services conglomerate with operation in teaplantation‟s, hotels and restaurants, shipping, real estate, constructions, andinformation technology.The Apeejay group was founded in 1910, driven by dynamism and vitality alongwith a strong commitment to traditional values, the group continues to develop and
  41. 41. group. The Park hotels commenced operations with the opening of Park Calcutta in1967. Today located in Bangalore, Chennai, Kolkata, Visakhapatanam, and Delhi,the hotels have achieved global standards of product quality and service excellenceover 35 yrs of industrial experience.A destination of choice per corporate and leisure travelers these hotels, due to theirdown town location, given easy access to key commercial and entertainmentdistricts. Here contemporary design is embellished with tradition and trend. Ourown Food and Beverage concepts create new entertainment options and intimate,personalized service which creates industry benchmark.
  42. 42. THE PARK HOTELS:India‟s only collection of luxury boutique hotels present in Bangalore, Delhi,kolkata, Chennai and Visakhapatanam, are usual design elements inspired by thecity. They attend to luxurious comfort and several special touches, making the Parkhotels a refreshing and natural choice for any one looking for an inspiringdowntown location with easy access to key commercial and luxury destinations.Ms Priya Paul is the chairperson of Apeejay Surrendra Park Hotels. The ParkHotels have now become members of Design Hotels Inc. Design Hotels distinguishthemselves through innovative interior design and architecture uncomplicatedservices and sense for creative details. There are around 100 properties in 36countries that belong to the design Hotels. The Park Hotels are the only Hotels toenjoy this association in India. The design Hotels marketing service GmbH wasfounded in 1993 in Ausburg, Germany
  43. 43. Operational Aspects Of The Park HotelSituated in the heart of the city on MG road, with easy access to the mainshopping, business and entertainment centers of the city. The themselves throughinnovative interior design and architecture uncomplicated services and sense forcreative details. There are around 100 properties in 36 countries that belong to the designHotels. The Park Hotels are the only Hotels to enjoy this association in India. Thedesign Hotels marketing service GmbH was founded in 1993 in Ausburg, GermanyTHE PARK. HOTELYEAR OF ESTABLISHED: 1999TYPE OF HOTEL: 5 Star Boutique HotelsGROUP: Apeejay Surrendra GroupADDRESS: 14 / 7 MG Road Bangalore – 560 001TELEPHONE: 080 559 4666FAX: 080 559 4667E-MAIL: resv.blr@theparkhotels.comWEB: www.theparkhotels.comTRANSPORT: Airport – 6 km, (15 minutes by car) Railway station - 18 km, (25 minutes by car)ACCOMODATION: 109 Guest rooms
  44. 44. LOCATION: Situated in the heart of the city on MG road, with easy access to the main shopping, business and entertainment centers of the city.Extraordinary features: 36 Deluxe rooms, 34 Deluxe rooms with Balcony, 6 Deluxe terrace rooms, 8 Luxury rooms, 20 The residence rooms, 4 Terrace suite and 1Premier suite. Sit-outs in each balcony with deck chairs in each suite. The residence floor with private lounge. Temperature control lap-pool with outdoor lounging in colorful Gazebos. 24 hours room service. Library with a selection of books and magazines. Audio and video entertainment. Indoor games. Computers with high-speed connectivity. Original black and white photographs in the room, capturing the various moods of Bangalore 24 hour travel service Centrally air conditioned Multi-lingual staff at your service 24 hours a day Special tours of in and around Bangalore arranged by the „Silk Box‟ managers on request
  45. 45. Facility and features in every deluxe room: In-room individual climate control. American oak wood flooring. Smart card electronic room key. In-room electronic safe. Well-stocked Minibar. Data port with high-speed internet connectivity, Voice mail 2-line speakerphone facility and cordless phone. Flat screen Sony television with full cable access. Leather director chairs. Complimentary bathrobe and slippers. Massage shower. Rain shower. Goose feather pillows and duvets. Fresh flowers. Non-smoking rooms available. Complimentary mineral water. Complimentary fruits. Complimentary newspapers and magazine.
  46. 46. Specialty Of The Floors:The first floor depicts a cool expanse of water signified by the base colour of„aqua‟ with a burst of the sun signified by dashes of „orange‟. The next floorsuggests a mountain landscape with the use of „iris‟ with „pale lime‟ treesproviding the relief. The „bright Lime‟ of the jungle on the third floor greets you,offset with regal „emperor red‟ flowers. The fourth floor – The Residence – reflectselegance with „saffron‟ denoting the desert and the oasis is reflected in splashes of„ultramarine blue‟The luxury of the rooms using silk, leather, pure Oak wooden floors and glass – amixture of materials, modern and traditional, create a unique in-room experience.A custom-made 10 inches luxurious mattress,, soft duvet and goose down pillowsframed in a modern four-poster bed, dominates the room. Many rooms havebalconies with deck chairs that let one recall the relaxing moments of a beachsideholiday.
  47. 47. Services• 24 hour one touch service for all your needs• Currency exchange.• Safe deposit lockers.• Doctor on call.• Baby sitting.• Valet service.• Indoor car parking.• Laundry service.• Banquets and meeting space.• DVD/ FAX machine / Laptop on request.• Secretarial service on request.(Some of these services are only available on prior requests)
  48. 48. DINING FACILITY:Monsoon:The 24-hour restaurant serving selection from costal India and South East Asia.Number of covers: 64i-talia:Critically acclaimed elegent, casual dining restaurant, servicing authentic.Italian food.Number of covers: 42i-bar:The hip lounge bar offering a Technicolor experience, opens from 1700 hoursonward.Number of covers: 94
  49. 49. The Residence Lounge:A 24-hour lounge situated on the fourth floor offers round the clock assistedservice and serves food and beverages from the coffee shop menu.Oak Rooms:Banquet halls with state of art audio and video equipment. Can accommodate up to200 people for a formal gathering.Blue Box:A private screening room, used for screening of movies and meetings.Can accommodate up to 30 people.Aqua Zone:The health spa with a fitness center and private treatment rooms.The gym has two treadmills, a cross trainer, aerobically, multi gyms, freeweights,sauna and steam rooms.TheBox:A gift shop for contemporary and luxury designer items.
  50. 50. TARIFF INR USD EURODeluxe Room 7000 200 16Deluxe Balcony Room 8000 225 180Deluxe Terrace Room 8250 235 188Luxury Room 9000 250 200The Residence 10000 300 240Terrace Suite 14000 350 280Premier Suit 17000 365 300Expenditure tax 10% and Luxury Tax 12%The above rate would be inclusive of buffet breakfastThe hotel has an unusual and distinctive design element, attention to luxury,comfort, intimate touches and personalized service this is what the Park brings toBangalore – the four story pristine white structure with a cobbled drive way beliesthe luxury and flamboyance of its interiors.The hotel is a suspended fusion of vibrant colures and landscapes of Indianethnicity and international eloquence makes the Park a unique 109-room boutiquehotel in India. The Park symbolizes style, eloquence and grandeur. The designsthat adore the hotel are the creations of Conran and Partners, UK.The Park Bangalore reflects a fusion between the rich cultural heritageof Karnataka and the fast moving IT savvy Karnataka today. Upon entering thehotel one would find extensive use of silk and wood the carving in the lobby isinspired by the „HOYSALA‟ art of Karnataka.
  51. 51. The lobby of the hotel is linked to rest of the ground floor of the hotelby a vista of marble clad openings. It seems like the lobby flows into the coffeeshop Monsoon, the coffee shop into the library and so on.HEADS OF DEPARTMENTS AT THE PARK BANGALORE Mr. Siraj Mukherjee General Manager Mr. Shankar Reddy Finance Mr. Soumitro Mukherjee Human Resources Manager Mr. Sudhanshu Singh Front Office Manager Mr. Kiran Kumar Associate Dir.House Keeping Chef Abhijit Saha Executive Chef Mr. Kamat Food and Beverage Manager Mrs. Preety Kumar Guest Relation Executive Mr. Himanshu Sharma Asst. Purchase Manager Mr. V. Selvem ChiefSecurity Officer Mr. Amit Sabharwal Sales & Marketing Executive Mr. Johnson Correya Audio-Visuals Manager Ms Shama Kulkarnee Asst. Training Manager Mr. C. Solai Chief Engineer
  52. 52. Chapter- 5 DATA ANALYSIS AND INTERPRETATIONFINDINGS
  53. 53. Data Analysis and Interpretation1. Location of the hotel very goodInterpretation:100% of the respondents saying that location is the main advantage of the hotel.The Park is Situated in the heart of the city on MG road, with easy access to themain shopping, business and entertainment centers of the city.2. Excellence of staff Feedback Percentage Very Good 80%
  54. 54. Good 20% 90 80 70 60 50 40 percentage 30 20 10 0 Good Very GoodInterpretation:80% of the respondents think that the hotel staff‟s have very good excellence. Andthe rest 20% saying the excellence of the staff is good.3. Physical facilities Feedback Percentage
  55. 55. Good 26.7 Very Good 73.3 80 70 60 50 40 percentage 30 20 10 0 Good Very GoodInterpretation:The 73.3% of the respondents feels that the physical facilities of the hotel is verygood. And the rest 26.7% feels its good4. Safety FacilitiesFeedback PercentageGood 33.4
  56. 56. Very good 66.6 70 60 50 40 30 percentage 20 10 0 Good Very GoodInterpretation:66.6% of the respondents are satisfied with the safety facilities in the hotel. Therest 33.4% feels that the safety facilities are good in the hotel.5. Cleanness & Comfort ability of rooms Feedback Percentage Good 80
  57. 57. Very Good 20 90 80 70 60 50 40 percetage 30 20 10 0 good very goodInterpretation:The 80% of the respondents are satisfied with the cleanness and comfort ability ofthe rooms. The rest 20% feels that the cleanness and comfort ability.6. Services of the hotel Feedback Percentage Good 40 Very Good 60
  58. 58. 70 60 50 40 30 percentage 20 10 0 Good Very GoodInterpretation:60% of the respondents are satisfied in the services provided by the hotel. And therest 40% feels that the services provided by the hotel is good.7. Value for moneyFeedback percentageNot upto the mark 20Good 26.7Very good 53.3
  59. 59. 60 50 40 30 20 10 0 not upto the mark good Very goodInterpretation:The 20% of the respondents are not satisfied with the value provided their money.And 53.3% are satisfied, and the rest 26.7% of the respondents feels the valuegiven for their money is good.8. Reference for the hotelFeedback PercentageNews paper 26.6Magazine 26.6internet 46.8
  60. 60. 50 45 40 35 30 25 Column1 20 15 10 5 0 News Paper magazine InternetInterpretation:26.6% of the respondents come to about the hotel from news paper, other 26.6%from magazine, and the rest 46.8% from internet.9. Accessibility of reservation systemFeedback PercentageGood 40Very good 60
  61. 61. 70 60 50 40 30 perentage 20 10 0 Good Very GoodInterpretation:60% of the respondents says they are satisfied with the reservation system. And therest 40% feels its good.Challenges to Hotel Industry1. Shortage of skilled employees
  62. 62. One of the greatest challenges plaguing the hospitality industry is the unavailabilityof quality workforce in different skill levels. The hospitality industry has failed toretain good professional.2. Retaining quality workforce:Retention of the workforce through training and development i n t h eh o t e l i n d u s t r y i s a p r o b l e m a n d a t t r i t i o n l e v e l s a r e t o o high. One ofthe reasons for this is unattractive wage packages. Th o u g h t h e r e i s b o o m i nt h e s e r v i c e s e c t or , mo s t o f t h e h o t e l management graduates arejoining. Other sector like retail and aviation3. Shortage of rooms:The hotel industry is facing heavy shortage of rooms.I t i s estimated that the current requirement is of 1, 50,000 rooms.Though the new investment plan would add 53,000 rooms by2011, theshortage will still persist.4. Intense competition and image of India:The industry is witnessing heightened competition with thearrival of new players, new products and new systems. Thecompetition from neighboring countries andn e g a t i v e perceptions about Indian tourism product constrains the growth oftourism. The image of India as a country overrun by poverty, p o l i t i c a li n s t a b i l i t y, s a f e t y c o n c e r n s a n d d i s e a s e s a l s o h a r m s t h e t o u r i s mi n d u s t r y.
  63. 63. 5. Customer expectations:As India is emerging as a destination on the global travel map,e x p e c t a t i o n s o f c u s t o me r s a r e r i s i n g . Th e c o mp a n i e s h a v e t o focuson Customer loyalty and repeat purchase.6. Manual back-end:Though most reputed chains have IT enabled systemsf o r property management, reservations, etc., almost all the data whichactually make the company work are filled in manual logbooks or areSimply not tracked.7. Human resource development:Some of the services required in the tourismand hotel industries are highlypersonalized, and no amount of automation cansubstitute for personal service providers. India is focusing more on whitecollar jobs than blue collar jobs. The shortage of blue collar employeeswill pose various threats to the industry.PEST Analysis of hotel Industry
  64. 64. 1. Political factors: Govt. policy affects the business in very deep The arrival of low-cost airlines and associated prices are have been given domestic tourist a host of option Government focus a tourism industry e.g. “ATHITHI DEVO BHAV” opening up opportunity for the hotel industry. More over the government decision to substantially upgrade 28 Regional airport I smaller tour and privatization and expansion Delhi and Mumbai airport industry I India. In the govt of india‟s “Incredible India” destination campaign have also helped the growth of domestic and international tourism and consequently the hotel industry. Removal of number of restriction in excise on outbound charted fight including those relating to frequency and size of aircraft. The govt decision to treat convention centres as port of core infrastructure has also fuelled the demand of hotel room. For past few years the boom in India‟s hospitality industry has been fuelled by favorable political situation. Investment of US $11 bn over the next 2 years is expected to be earmarked for hotel industry in India.2. ECONOMICAL
  65. 65. In economical effect industry has to check out that what the G D P o fthe industry is. The GDP of the hotel industry iscontributed to 13.21% in 2007 The hotel industry in India is going through an interesting phase one of the major reason for the increasing in demand for hotel room in the country seen till recently is the beam in t h e overall economy and high graph in shelter like information technology. Now slowdown fear is now hovering on the sector. In India form medium to long term the fundamental are very perishing. The continued economic or with increased in test in the India market and improved international access. The leapt of global economy melt down is being felt by u p c o mi n g h o t e l p r o je c t i n I n d i a s o me o f t h e s e v e n t u r e a r e like to be delayed or put a hold. The hotel industry in India going though on interesting phase o n e o f t h e m a j o r r e a s o n s f o r t h e i n c r e a s e i n d e m a n d f o r hotel room in the country seen will recently boom in over all e c o n o m y a n d h i g h i n s e c t o r , l i k e i n f o r m a t i o n t e c h n o l o g y , telecom, retail and real estate. A flourish economy helped boost demand for the industry to encourage the tourism sector the govt is planning to propose a conditional 10 year tax holiday for tourism.3 Socio- cultural factors:
  66. 66. Socio cultural factor includes two parts A) Socio B) CultureIf any industry are show towards the society than you can understand that societyre developing the culture. If you understand the socio factor than you canunderstand tha cultural factor. A) Socio factor: It include the demographical factor likePopulation:-India is the second largest population country of the worldmo r e t h a n 1 1 0c r o r e p o p u l a t i o n i s t h e r e . S o b e c a u s e o f high population it is thepositive effect towards the hotel i n d us t r y b e c a u s e a s p o p u l a t i o n a r emo r e h o t e l i n d u st r y g e t mo r e t r a f f i c & a l s o o c c u p a n c y r a t e i si n c r e a s e a t t h e time of marriage season.Domination of male & female: -I n I n d i a m a l e a r e t a k i n g m a x i m u m d e c i s i o n t h a nt h e f e ma l e b u t i n Eu r o p e a n c o u n tr y t h e d e c i s i o n i s t a k e n b y t h e
  67. 67. f e ma l e s o a l s o i t a f f e c t s t h e h o t e l b e c a u s e i f f e ma l e w a n t t o g ofor some enjoyment in outside with her life p a r t n e r & i fl i f e p a r t n e r i s n o t r e a d y t h a n h o w s h e g o outside so it affectsthe hotel industryLiteracy level: -Literacy level is law in India compare to western country but literacylevel is high compare to neighbor country like Srilanka,P a k i s t a n , B a n g l a d e s h , N e p a l , e t c . s o i f e d u c a t i onlevel is high than students are go to study in o t h e r s t a t e & o ri n o t h e r c o u n t r y a l s o o t h e r c o u n t r y ‟ s students come to Indiaso they have stay in hotel so it the p o s i t i v e e f f e c t s t o t h e h o t e li n d u s t r y s o i n d u st r y h a v e t o show that what is the literacy level in country.Income level: -Now a days the income of a people increasing day by day . i fincome will increase than people want moreenjoyment so it is the positive affect to the hotel industry.Average age of society: -In India there are teenagers & youngster are more than the alders pople & inAmerica the mature people are high than the youngster so in India teenagers &youngster people want more enjoyment by going in hotel & picnic etc. so it is thepositive affects to the hotel industry. B) Cultural Factor:
  68. 68. Culture means it is the set of Norms, value of ritural, philosophy of country is the highest important to any industry. If you are not know the culture of any country than you can not do the business in that country C) Language: Language is also play an important role in any country. Because what ever you communicate in your language it may some different meaning in other country.4) Technological factors:Technological factors include following factor. a) Status of technology: Status of technology include  Advance technology  Moderated technology  Suitable infrastructure for technology Hear hotel industry have to check out that what technology they are using right now whether it is advance, moderated, or outdated technology. In hotel industry they are using moderated technology.
  69. 69. b) Pace of technology: Pace of technology means how fast technology is changing in the country is changing in the country. In the country like America, China, Japan, India the technology is taking change at very fast rate as compare to China, Japan, & America technology the Indian is not fast growing as in that country so it is the backward point to hotel industry in India.c) Cost of technology: Cost of technology means what is cost that acquire by adapting the technology.
  70. 70. Marketing MixPlace: product and service information are sold to the guest via personal selling,direct marketing, advertising and the Internet. Delivery channels include travelagents and international reservations systems.Product MarketingProduct: high quality facilities accompanied by exemplary personal service,differentiated from competition quality with the overall brand strategy has provento be a successful approach generating high levels of repeat business.Pricing
  71. 71. Pricing strategy has been consistent with the differentiation objective, to provideadded value for a reasonable rate as opposed to discounting and de valuing ourproducts and services.Room rates quoted are net of tax and service, are per night, per room withcontinental breakfast included:Tariff: (In INR) Single Room Double RoomDeluxe Room 15,000 16,000Deluxe Balcony Room 16,000 17,000Deluxe Terrace Room 17,000 18,000Luxury Room 19,000 20,000The Residence 20,000 21,000The Terrace Suite 24,000 24,000The Premier Suite 28,000 28,000Extra Bed / third Person 2,000Tax - 12% Luxury TaxRates valid till 31st August, 2011
  72. 72. Promotion:Promotion: primary focus will remain on mass communication via print ads intrade publications and on the Internet. Direct mail campaigns to existing andprospective clients will increase as a cost effective means of targeted campaigning.Personal selling in the local market will remain an important element of the mix inorder to continue to build long-term relationships within the local community andgenerate high levels of corporate activity.Public relations activities will continue to play an important role in the marketingmix, presenting the hotel as a supportive member of the communityand participating in significant local events.
  73. 73. Advertising:The following are the advertisement medias that used., Medias  Tv  Social media  Sms  Hoardings and fliers  Monthly mailers  News Paper  Magazines Campaign events  Theater events  Themed events at Club  Celebrity performances
  74. 74. Marketing StrategyDirect MarketingThe Park‟s direct marketing is handling by their PR agency. The park will buyselect targeted list of corporate companies and send them information about GoodHotels.Website Marketing StrategyThe Parks main website marketing strategy hinges upon making sure all majortravel sites such as Expedia.com, Orbitz.com, and Hotels.com list The Park hotelwhen customers search for hotels in our area.
  75. 75. Sales PlanOur sales plan hinges upon our sales strategy, sales process and, prospecting plan.As long as we follow the plans laid below we should be in good shape.Sales StrategyRiverview Hotels sales strategy hinges upon repeat visits by key corporateaccounts. We need to develop a relationship with the companies listed in our SalesAccount Plan, as well as actively generate new accounts by soliciting first timecorporate visitors.It will be important to remain competitive on price, as well as amenities. Thecorporate accounting department wants to make sure they limit the amount ofmoney spent per night per employee on a business trip, but the business travelerwill be able to express preference. If the price is right, and the business travelerknows that they will have all amenities they need while at the Riverview Hotel, wewill be assured of keeping and attracting key accounts.
  76. 76. SWOT Analysis of The Park:Strengths 1. A very wide variety of hotels are present in the country that can fulfill the demand of the tourists. 2. There are international players in the market such as Taj and Oberoi. Thus, the needs of the international tourists travelers are seen to while they are on a visit to India. 3. Manpower costs in the Indian hotel industry is one of the lowest in the world. This provides better margins for Indian hotel industry. 4. India offers a readymade tourist destination with the resources it has. Thus the magnet to pull customers already exists
  77. 77. Weaknesses 1. The cost of land in India is high at 50% of total project cost as against 15% abroad. This acts as a major deterrent to the Indian hotel industry. 2. The hotel industry in India is heavily staffed. This can be gauged from the facts that while Indian hotel companies have a staff to room ratio of 3:1, this ratio is 1:1 for international hotel companies. 3. High tax structure in the industry makes the industry worse off than its international equivalent. In India the expenditure tax, luxury tax and sales tax inflate the hotel bill by over 30%. Effective tax in the South East Asian countries works out to only 4-5%. 4. Only 58,000 hotel rooms are available in India today, which is less than the Bangkok hotel capacity. 5. The services currently offered by the hotels in India are only limited value added services. It is not comparable to the existing world standards.
  78. 78. Opportunities 1. Demand between the national and the inbound tourists can be easily managed due to difference in the period of holidays. For international tourists the peak season for arrival is between September to March when the climatic conditions are suitable where as the national tourist waits for school holidays, generally the summer months. 2. In the long-term the hotel industry in India has latent potential for growth. This is because India is an ideal destination for tourists as it is the only country with the most diverse topography. For India, the inbound tourists are a mere 0.4% of the global figures. This number is expected to increase at a phenomenal rate thus pushing up the demand for the hotel industry.
  79. 79. Threats 1. Guesthouses replace the hotels. This is a growing trend in the west and is now catching up in India also, thus diverting the hotel traffic. 2. Political turbulence in the area reduces tourist traffic and thus thee business of the hotels. In India examples of the same are Insurgency in Jammu Kashmir and the Kargil war. 3. Changing trends in the west demand similar changes in India, which here are difficult to implement due to high project costs. 4. The economic conditions of a country have a direct impact on the earnings in hotel industry. We can see that the present economic slowdown in India has let to a 51.6% fall in the industry average net profits for the second quarter of the current financial year, 2000.
  80. 80. Chapter -6RESULTS AND SUGGESTIONS
  81. 81. Results 1. The hotel industry is in boom. 2. The location of the hotel is the main advantage for the hotel. 3. The customer survey says that most of the customers are happy. 4. There must be an innovation in marketing strategy. 5. Effective marketing can raise the business of the hotel. 6. Event conducting (fashion shows, DJ, Stage performance) have an important role in profit generation.Suggestions 1. Prices should be rescheduled 2. Direct marketing must be more efficient. 3. Marketing strategy should be revised. 4. Tour Packages should be introduced.
  82. 82. Chapter -7 CONCLUSIONCONCLUSION
  83. 83. On the basis of overall study on Hotel Industry it s found out that the hotel,hospitality industry is in a booming stage. The income generated by India fromtourism is growing.I was really surprised to see during my study that the hotel industry is reallygrowing even if it has some challenges like any other industry.The hotel can more concentrate on direct marketing and web marketing. It willsurely help to increase the business of the hotel. And it should concentrate to givemore value for the customers money as some of the customers feels that value formoney is not upto the mark.No doubt that Hotel Industry growth towards the progress of economy is positive.But the challenges confronting the industry segment are giving it a low customerbase. these problems could be overcome easily by revising marketing strategiesand also there should be effective direct marketing
  84. 84. Chapter – 8BIBLIOGRAPHY
  85. 85. BIBLIOGRAPHY1. BOOKS AND ARTICLES2. MAGAZINES3. INTERNET SITES http://www.mplans.com www.quickmba.com www.mplans.com www.thepark.comSAMPLE QUESTIONNAIREDear Respondent, I am CHANDAN GOVIND, student of MBA 2nd year in Amity Global Business School.I am working on the project " FUTURE AND MARKETING OF STAR HOTEL” with THE
  86. 86. PARK, Banglore. You are requested to fill in the questionnaire to enable me to undertake thestudy on the said project.NAME:ADDRESS:OCCUPATION:PHONE NO.:1) How do you rate the location of the hotel?a) Not upto the mark b) Averagec) Good d) Very Good2) How do you rate the Excellence of the staff ?a) Not upto the mark b) Averagec) Good d) Very Good3) How do you rate the physical facilities in the hotel (eg. Building, signs, furnishing of room,lighting, etc.) ?a) Not upto the mark b) Averagec) Good d) Very Good4) How do you rate the safety facilities in the hotel?a) Not upto the mark b) Averagec) Good d) Very good
  87. 87. 5) how do you rate the cleanness and comfort ability of rooms ?a) Not upto the mark b) Averagec) good d) Very good6) How do you rate the services of the hotel?a) Not upto the mark b) Averagec) Good d) Very good7) How do you rate the value for money in hotel?a) Not upto the mark b) Averagec) Good d) Very good8) How do you come to know about this hotel?a) News paper b) Magazinec) Internet d) television9) How do you rate the accessibility of reservation system?a) Not upto the mark b) Averagec) Good d) Very good
  88. 88. 10) What suggestions do you want to make?

×